Since its relaunch in October 2018, the Morris Garages (MG) brand has become an attractive choice for Filipino car buyers shopping for new rides that are competitively priced, and equipped with modern amenities and safety features. But MG has another value proposition: a rich British heritage that spans nearly 100 years, which includes achievements in racing, motorsport, and setting world records as well as establishing worldwide brand recognition for the better part of the last century.
“Ninety seven years on, the MG brand continues the glamor and celebration of its British roots. Thanks to the strong support of SAIC Motor of China, MG has been reborn and, in a short span of 15 years, has returned to the centerstage introducing many popular models that are now so well loved not only here in the Philippines but in other markets as well,” said Doroteo “Tey” Sornet of MG Bacoor, which is part of the MG Philippines’ continuously-growing nationwide dealership network.
Proof of this is MG Philippines’ recent announcement that—barely three years in operation—it already crossed the 10,000-unit sales mark. “The Covenant Car Company, Inc. (TCCCI is the country’s exclusive distributor of MG vehicles and parts) has always been a long term-partner of our company. They have developed the vision of MG’s growth in the Philippines and have provided excellent products that are perfect for the Filipino Family. TCCCI also provides excellent aftersales support and high standards that ensure MG is not only a flash in the pan, but a sustainable brand to be enjoyed by generations of Filipinos,” attested Jan Andrew Po of GrandCars, Inc., which operates MG Congressional (Quezon City), Iloilo, Calasiao (Pangasinan), and General Santos dealerships.
MG Philippines president and CEO, Atty. Alberto B. Arcilla, said the company is thankful to mark this 10,000-unit sales milestone. “We share this achievement with our 37 dealers nationwide, bank partners, media colleagues, and our valued clients. It is an honor knowing that thousands of Filipinos have trusted MG for their mobility needs. This trust motivates us to continue providing innovative, customer-centric products and services for a truly dedicated MG ownership experience.”
Po related that once buyers are convinced of MG’s good looks, excellent features, and attainable pricing, they make the easy decision to be part of the MG family. MG’s clients enjoy excellent customer service, and enjoy the family atmosphere that MG Philippines has developed in every dealership. “We believe that this winning formula got us to 10,000 cars, and will continue to bring us up to more moving forward,” Po said.
“MG Philippines has been one of the most generous distributors we have worked with. They have provided us support in terms of customer programs and salesman incentives. Marketing collaterals are also regularly given to support our retail sales efforts. All these did not stop even with the outbreak of the pandemic last year. As always, we also appreciate TCCCI’s commitment to ensure that our MG dealerships remain profitable as a business,” observed Anthony Cheng of the ANC Group, which handles MG Makati, San Fernando (Pampanga), and Quezon Avenue dealerships.
Dexter Co of MG Alabang added that since buyers are now more educated thanks to the Internet and social media, it’s now more easy to inform their customers of MG’s brand history. “MG owners pass on their love for these cars to one another, and from one generation to the next. It’s like taking a relay baton and carrying on the MG spirit, while constantly innovating and continuing to build brand value.”
All over the world, MG has been experiencing increased sales figures, including areas such as the United Kingdom where the brand was born; the Middle East, The Netherlands, Norway, Denmark, France, Australia, South America, and India, while strengthening its production capabilities and technologies in Northeast Asia.
Of the 10,000-plus sales in the Philippines, the MG ZS crossover SUV model accounted for 68 percent; the MG 5 sedan contributed to 22 percent, while the rest was shared between the MG RX5 SUV and MG 6 fastback sedan.
MG’s exciting future
So what does the future hold? MG Philippines is part of a larger MG global initiative named “Mission 100.” It is the brand’s ongoing corporate strategy that involves expansion into over 100 markets worldwide, with the aim of generating sales of 1 million units by 2024, which coincides with the brand’s 100th anniversary.
Sornet shared that he and his group expect MG to continue providing the market with very attractive customer offers while they await the release of new models to supplement the current lineup. “We are very excited with the direction of the brand and we anticipate great things to continue in the near future. MG Philippines’ brand tagline is ‘Expect Extraordinary,’ and we certainly do.”
Po shared that the MG brand has remained true to its core—it’s British heritage. “Our customers appreciate MG’s rich brand history, and we instill this in all areas of our business. Our showrooms, for example, show depictions of MG throughout the years, and illustrate what the MG brand is all about, while the vehicle displays on the floor bring customers up close to modern MGs of today. Even when our people converse with clients about the brand, they do not only talk about the vehicle features, but also about how customers can easily drive home a British icon.”
Atty. Arcilla added: “Early on we at MG Philippines and TCCCI, acknowledged that the MG brand’s global recognition and rich heritage, which chronicles almost a century of designing and manufacturing vehicles, would positively resonate with the Philippine motoring public. With MG’s full range of new and exciting models equipped with premium features, that are aggressively offered at attainable price points and served by an established nationwide dealer network, MG Philippines continues to focus on growing the brand and its sales at an accelerated pace.”
Charles E. Buban is an old timer in the Philippine automotive journalism scene. He first started covering the automotive beat in 2003, writing news and reviews of new models and car tech, among other car-related stuff. When not writing about cars, he could often be seen riding his mountain bike or doing long walks in the hope of catching a couple of legendary Pokemons.